Diffusion of word-of-mouth in segmented society: agent-based simulation approach

Authors:
Kyoichi Kjima;Hisao Hirata
Affiliations:
Tokyo Institute of Technology, Graduate School of Decision Science and Technology, Tokyo, Japan;Booz Allen and Hamilton Inc, Japan
Venue:
AIS'04 Proceedings of the 13th international conference on AI, Simulation, and Planning in High Autonomy Systems
Year:
2004

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Abstract

The present research examines, by using agent-based simulation, how word-of-mouth about a new product spreads over an informal network among consumers. In particular, we focus on clarifying relationship between diffusion of word-of-mouth and network structure of the society. Whether or not there is any essential difference of diffusion process between in a mosaic and in an oligopolistic society is one of our main questions. The findings obtained not only are insightful and interesting in academic sense, but also provide useful suggestions to marketing practice.